The Avengers is not only the third biggest movie of all time, but now it’s the Blu-ray disc with the biggest first-week percentage of the home market in the history of the format. Probably helped in no small part by the combo-pack factor for people on the fence, the title also achieved a 23% rate for 3D sales (which may have been artificially inflated by a booboo that caused Target and Amazon to price it down to the same as the 2D).
Is this isolated? Probably. The pattern with the general public seems to be that they’re much more willing to buy Blu-ray when there’s a lot of flash and eye candy, which of course The Avengers fits to a T. The upside being that the more they buy Blu-ray, the more likely they are to notice the differences, and the more likely they are to default to the format.
The fact that both the 2D and 3D Blu-ray are included in the best edition of the Blu-ray probably didn’t hurt in this case, either, making sure that people can still play the movie in the bedroom, and I personally know several people who have no 3DTV, but often buy 3D versions in anticipation that they will have one eventually, so last week’s bargain was a no-brainer for them.
Other winners this week were the new animated adaptation of the classic Batman: The Dark Knight Returns, Part 1, coming in at a very distant number two, and the Bond 50 set coming in at a respectable number four, unsurprisingly moving virtually all units on Blu-ray.
Via: [Home Media Magazine]